This research is conducted with the companies Blend, Sioux, ESPM and with the partnership of ACIGAMES (Industrial and Commercial Association for games in Brazil) on the gaming market in Mobile and Tablets for 2013 in Brazil

2. RESEARCH DEVELOPERS

3. PARTNERSHIP

5. METHODOLOGY
The methodology aims to achieve higher quality
of information and depth of responses.
The panel also allows project partners to interact
again, anytime, with the respondents, in order to
gain depper analysis.
STRUCTURE
D
QUANTITATIV
E
QUIZ
Among the panelists, representative of the online
population in Brazil, the study got participation of
ONLINE
PANEL
823 respondents, 14-84 years, been held
from 2 to September 16.

6. RESEARCH TARGET
The study was conducted
within online population from
all around Brazil, according to
the map, and proportional to
the regional online stage from
each state.

7. RESEARCH LEVELS
The Gamer
Monetize
Brands Connected
So what?

8. RESEARCH LEVELS
LEVEL 1
The Gamer
Monetize
Brands Connected
So what?

9. The Gamer - Universalization
DO YOU STILL THINK IT IS “BOYS ONLY”?
Declared to play at
least one electronic
game

10. The Gamer – How they play
WE ARE “MULTI-PLATAFORM” PLAYERS
With lower penetration, they play with Portable Video Game (21%) and the iPod (14%).
**
*
* There are games played all along the day, as the strategy ones.
** When aided „do you use you mobile for gaming?‟ it raises to 81%

11. The Gamer – Preferred Styles
AND OUR PREFERENCE IS FOR ACTION AND
ADVENTURE…
*
* STRATEGY is extended not only for the complex ones, but also the ones we call „social‟, and „ligthers‟.

12. The Gamer – Preferred Styles
BUT THE FACT IS: WE PLAY IT ALL

13. The Gamer – What do you do on your mobile?
SOCIAL NETWORK, MUSIC AND GAMES.
THE MOBILE IS OUR BUDDY.

14. RESEARCH LEVELS
LEVEL 2
The Gamer
Monetize
Brands Connected
So what?

15. Monetize – How they consume Apps

16. Monetize – Price experience
Higher price paid for:
Consider it FAIR
or even CHEAP
(it is not a matter of
price it self, but the
huge offer for FREE
at their disposal)
* Exchange rate: US$1 ≅ R$2,183

17. Monetization – The track to monetization
To get in for free, and get money in the engagement has being a successful track.

18. Monetize – Purchase behavior
WHO HAS ALREADY BROUGTH…
Would pay for, again?
Reasons to not pay again
Have already paid for items
within a free game?

19. Monetize - Advertisement
IS IT POSSIBLE ADVERTISE WITHOUT BEING
INVASIVE?
Where do you get updated
info?

20. Monetize - Advertisement
OPINION ABOUT ADVERTISEMENT
Do you accept to download a FREE
game with advertising within?
Do the ads DISTURB the game?

21. RESEARCH LEVELS
LEVEL 3
The Gamer
Monetize
Brands Connected
So what?

22. Brands Connected – Operational System they have now
SMARTPHONE
S
TABLETS

23. Brands Connected – Operational System they have now
WHAT IS THE
BEST
SMARTPHONE
BRAND IN THE
MARKET?
SAMSUNG WAS CONSIDERED THE BEST IN 47% OF
RESPONDENTS

24. RESEARCH LEVELS
LEVEL 4
The Gamer
Monetize
Brands Connected
So what?

25. Conclusions – Species evolution
A time ago talking was the only function for a
phone. Technological improvement has
leverage this handset to a more powerful
trigger. It has being also used to synchronize emails, increasing the productivity of people.
A few years back that usage has dropped
compared to access to social networks, instant
messaging and games.
These habits have empowered the
entertainment category, and specially the
game, who represent the mobile product most
accessed / downloaded by users.

26. Conclusions – Game Mobile shows off its strength
The mobile market has huge
impact on games massification.
It‟s the 2ª largest
platform, beaten only by PC.

27. Conclusions – Game Mobile shows off its strength
Nowadays there is a huge range of games
from several styles, and different forms of
monetization.
It's a very competitive environment, and
each time more challenging to find a
model for profitability.
On the other hand is an extremely
important market since there are more
mobiles than people in the country and the
demand for games remains increasing.

28. Conclusions – Trend to Universalization
WHO BELIEVES IT AS A NICHE THING, WILL TAKE THE RISK TO MISS THIS
OPPORTUNITTY.
Games vary from an extended range of
They (should say „we‟) play it
Women are already
styles (action and adventure are main
even on workplace. But we
41% of Brazilian
ones, but there are many. As
don‟t need to get
gamers
strategy, preferred by women. Or
worried, because that doesn‟t
„Shooting‟, preferred by hardcore gamers)
necessarily mean less
productivity.

29. Conclusions – To monetize
• To buy game Apps is increasingly hard to accept - the
excess of high quality free options contribute to this
inertia. Even those who already bought, aren‟t interested
on buying again.
• But when it comes to buying items ‟within‟ a game, we are
more susceptible to do so.
• Ads are 'accepted', but strongly criticized for disturbing the
game. To combine them within the game environment,
avoiding the disrupt in user experience (preferably
improving it), means finding the 'Holy Grail' of advertising
in Games.

30. Conclusions – Operational System and Brands
• The Android operational system has absolute leadership
and is who dictates the consumer‟s buying behavior. The
users are more likely to consume “free” apps than paid
ones, reflecting to the research‟s result.
• Even with a relatively low market share, the strength of
Apple‟s brand is great, just behind of Samsung.
• Nokia, in its turn, brought relevance to the Windows
Phone operational system focused on the “first
smartphone” that has shelf price below R$ 500.

31. CONTACTS
Guilherme Camargo, CEO-Partner (gcamargo@sioux.com.br) and
Game Marketing Teacher @ ESPM
Lucas Pestalozzi, general manager
(lucas.pestalozzi.@yourblended.com.br)
Moacyr Alves Junior, President ACIGAMES
(moacyr@acigames.com.br)